THIS REPORT IS BROUGHT TO YOU BY ESPORTS BAR AN OVERVIEW OF ESPORTS IN EUROPE FEATURING AN IN-DEPTH LOOK AT FOUR OF EUROPE S MOST VIBRANT ESPORTS ECOSYSTEMS SWEDEN POLAND SPAIN GERMANY DECEMBER 2017
TABLE OF CONTENTS 1. Foreword 3 2. Key Facts About Europe 4 3. European Market Trends 6 4. Local Impact 10 5. Biggest Events 15 6. Using Consumer Insights 18
FOREWORD A NEW PHASE FOR ESPORTS COMMENCES Esports is entering a new phase toward becoming a mature market. The coming two years will be crucial in how fast it grows into a multi-billion-dollar business. The key determining factors are the success of local leagues and the franchising approach, the implementation of regulations, the arrival of new game formats and competition, the uptake of content rights sales, team profitability, and the impact of industry convergence involving traditional media, entertainment, telecom, and sports companies. Depending on how these factors play out in the coming year or two, esports growth could accelerate and reach $2.4 billion in 2020 in an optimistic scenario, almost $1 billion higher than the base scenario of $1.5 billion. ESPORTS ENTERING A CRUCIAL PHASE TOWARDS MATURITY Europe has been one of the most important regions in the development of the esports industry. Some of the first organizations that made esports popular, especially in the West, originate from Europe. Most notable is ESL, arguably the world s largest esports organization, which has its roots in Germany. The company has helped build and shape esports from small community events to record-breaking events, including the Intel Extreme Masters in Katowice and ESL One in Cologne. And even now, Europe is a key region for the esports industry. It accounts for almost one-third of all global esports revenues and is host to more than 70 million esports viewers. Jurre Pannekeet Senior Market Analyst 3 copyright Newzoo 2017
FACTS ON GAMING AND ESPORTS IN EUROPE GAME REVENUES, ESPORTS AUDIENCE, AND MEDIA RIGHTS REVENUE GROWTH EUROPEAN CONSUMERS WILL GENERATE $22BN IN GAME SOFTWARE REVENUES IN 2017 THE ESPORTS AUDIENCE WILL TOTAL 77M ACROSS ALL OF EUROPE THIS YEAR MEDIA RIGHTS REVENUES WILL GROW +500% FROM 2016 TO 2020 IN EUROPE ALONE 4 copyright Newzoo 2017
KEY FACTS ON EUROPE AND CHOOSING THE FOUR KEY COUNTRIES Europe is a very different region from other large markets such as North America or China, as it represents more countries and cultures than these two regions. It is important to understand the implications of culture on favorite games, teams, and players if you want to engage with the European esports fan. This report gives you an overview of the current European esports market, its local favorites, biggest events, and sponsors involved. This report features four of the most vibrant local esports ecosystems, for a large part because of their long history in esports that is directly related to a strong PC gaming community. WESTERN EUROPE ONLINE POPULATION 240.5M ESPORTS ENTHUSIASTS 13.1M SOUTHERN EUROPE ONLINE POPULATION 98.7M ESPORTS ENTHUSIASTS 8.4M FOCUS COUNTRIES WITH A VIBRANT LOCAL ESPORTS ECOSYSTEM AND LONG-TERM LEGACY IN ESPORTS GERMANY 3.4M ESPORTS FANS 2,317 PRO PLAYERS SPAIN 4.1M ESPORTS FANS 687 PRO PLAYERS SWEDEN 0.5M ESPORTS FANS 1,836 PRO PLAYERS POLAND 2.8M ESPORTS FANS 1,086 PRO PLAYERS NORTHERN EUROPE ONLINE POPULATION 30.6M ESPORTS ENTHUSIASTS 1.6M EASTERN EUROPE ONLINE POPULATION 232.3M ESPORTS ENTHUSIASTS 10.9M 5 copyright Newzoo 2017
IN 2017, EUROPE ACCOUNTS FOR 32% OF THE GLOBAL ESPORTS ECONOMY REVENUES
EUROPEAN ESPORTS AUDIENCE EUROPE FOR 2015, 2016, 2017, 2020 Q3 2017 OCCASIONAL VIEWERS ESPORTS ENTHUSIASTS 31.6 25.2 TOTAL AUDIENCE +18.4% YoY 36.5 30.7 TOTAL AUDIENCE +14.4% YoY 42.5 34.4 TOTAL AUDIENCE +13.1% CAGR 2015-2020 60.3 45.0 Europe will account for 20% of the global esports audience in 2017 2017 Newzoo 2015 2016 2017 2020 7 copyright Newzoo 2017 Newzoo 2017 Global Esports Market Report
EUROPEAN ESPORTS ECONOMY EUROPE FOR 2015, 2016, 2017, 2020 Q3 2017 TOTAL REVENUES (MEDIA RIGHTS, ADVERTISING, SPONSORSHIP, MERCHANDISE & TICKETS, GAME PUBLISHER FEES) BRAND INVESTMENT REVENUES (MEDIA RIGHTS, ADVERTISING, SPONSORSHIP) TOTAL REVENUES +32.3% CAGR 2015-2020 $403 Europe will generate $209M in 2017, or 32% of global esports revenues $100 $65 TOTAL REVENUES +65.1% YoY $165 $108 TOTAL REVENUES +27.3% YoY $209 $146 2017 Newzoo $319 27% 5% $660M 2017 36% 32% 2015 2016 2017 2020 EU NAM ASIA REST OF WORLD 8 copyright Newzoo 2017 Newzoo 2017 Global Esports Market Report
SPORTS TEAMS EMBRACING ESPORTS EUROPEAN SPORTS ORGANIZATIONS ENTERING ESPORTS WITH PLAYERS AND TEAMS INVOLVED TEAMS The involvement of sports clubs and personalities, leagues, and agencies will significantly accelerate the development of the global esports industry and help local esports scenes grow. Traditional sports clubs and leagues bring with them an established local fan base, along with a well-known and respected brand. By leveraging this, they can ensure their esports initiatives are instantly perceived as top-level competitions. Agencies bring their vast experience in sports marketing to the space, telling stories around the teams and players that suit their client base of sponsor brands. Furthermore, the inclusion of well-known sports teams gives a boost to the awareness and acceptance of esports as a legitimate form of mainstream entertainment. It will also give a boost to esports activities around sports games such as Madden and FIFA, as a significant share of esports initiatives are built around these franchises. 9 copyright Newzoo 2017
OF THE NEW MAJOR ESPORTS SPONSORS, 69% WERE NON-ENDEMIC BRANDS
NON-ENDEMIC BRANDS DRIVE GROWTH NEW NON-ENDEMIC SPONSORSHIPS IN 2017 EUROPE AND GLOBAL EUROPE REST OF WORLD EUROPEAN BETTING COMPANIES 11 copyright Newzoo 2017
LOCAL TIES DRIVE FAN ENGAGEMENT POPULAR LOCAL TEAMS PER COUNTRY MAIN SPONSOR PER TEAM SWEDEN POLAND SPAIN GERMANY MAIN SPONSOR MAIN SPONSOR MAIN SPONSOR MAIN SPONSOR Ninjas in Pyjamas, or NiP, is Sweden s favorite team. Its teams mostly consist of Swedish players, including its popular CS:GO team. Polish organization Virtus Pro is the longest standing 5-man roster in CS:GO to date, called the Golden Five. Its players have a very large following in Poland. G2 Esports is the only team to operate both the LCS and the LVP. Through its founder Carlos Ocelote Rodriguez, it has deep Spanish roots. Founded in 1997, SK Gaming is one of the oldest esports organization to date, still competing at the highest level worldwide. 12 copyright Newzoo 2017
EUROPE AMONG THE BEST IN THE WORLD TOP 10 TEAMS OR PLAYERS CS:GO, LOL, AND HEARTHSTONE NOVEMBER 30 TH 2017 RANK TEAM REGION RANK TEAM REGION RANK PLAYER REGION 1 SK GAMING EUROPE 2 FAZE CLAN EUROPE 3 CLOUD 9 NORTH AMERICA 4 ATRALIS EUROPE 5 NIP EUROPE 6 NORTH EUROPE 7 FNATIC EUROPE 1 2 SKT SAMSUNG GALAXY SOUTH KOREA SOUTH KOREA 3 RNG CHINA 4 TEAM WE CHINA 5 LONGZHU SOUTH KOREA 6 EDG CHINA 7 INVICTUS CHINA 1 MUZZY NORTH AMERICA 2 PAVEL EUROPE 3 STANCIFKA EUROPE 4 ORANGE EUROPE 5 HOEJ EUROPE 6 DOG 7 ZALAE NORTH AMERICA NORTH AMERICA 8 MOUSESPORTS EUROPE 8 CLOUD 9 NORTH AMERICA 8 DRJIKININKI NORTH AMERICA 9 OPTIC GAMING NORTH AMERICA 9 G2 ESPORTS EUROPE 9 RDU EUROPE 10 G2 ESPORTS EUROPE 10 LYON GAMING LATIN AMERICA 10 THIJSNL EUROPE 13 copyright Newzoo 2017
THE IMPACT OF LOCAL HEROES LOCAL FAN-FAVORITE PLAYERS SOCIAL MEDIA POPULARITY PRIZE MONEY EARNED AND PRO PLAYERS SWEDEN POLAND SPAIN GERMANY $22.3M PRIZE MONEY 2017 YTD EARNED BY SWEDISH PRO PLAYERS 1,836 REGISTERED PRO PLAYERS $6.7M PRIZE MONEY 2017 YTD EARNED BY POLISH PRO PLAYERS 1,086 REGISTERED PRO PLAYERS $2.2M PRIZE MONEY 2017 YTD EARNED BY SPANISH PRO PLAYERS 689 REGISTERED PRO PLAYERS $13.0M PRIZE MONEY 2017 YTD EARNED BY GERMAN PRO PLAYERS 2,317 REGISTERED PRO PLAYERS GAME TEAM GAME TEAM GAME TEAM GAME TEAM Rekkles Pasha Mithy KuroKy 378K FOLLOWERS 397K FOLLOWERS 273K 833K 101K 5K 197K 69K FOLLOWERS FOLLOWERS FOLLOWERS FOLLOWERS FOLLOWERS FOLLOWERS 14 copyright Newzoo 2017 Country earnings and Pro-players according to Esportsearnings.com
OF ALL EUROPEAN LOL, CS:GO, OR DOTA2 ESPORTS VIEWERS, 26% DO NOT PLAY ANY OF THESE GAMES THEMSELVES
BIGGEST EVENTS IN EUROPE TOP 10 EVENTS HELD IN EUROPE BY HOURS WATCHED ON TWITCH 2017 EVENT ORGANIZER MAIN GAME HOURS WATCHED ATTENDEES PRIZE MONEY 2017 Kiev Major PGL Dota 2 23.3M 14,800 $3,000K SL i League StarSeries Season 3 SLTV, ImbaTV CS:GO 18.9M 3,700 $300K IEM Season XI Katowice ESL CS:GO 14.5M 173,000 $760K 2017 EU LCS * Riot Games LoL 25.0M 91,800 $339K 2017 ESL One Cologne ESL CS:GO 11.2M 15,000 $250K 2017 PGL Major Krakow PGL CS:GO 10.0M 34,500 $1,000K 2017 DreamHack Masters Malmo Dreamhack CS:GO 8.6M 13,000 $250K CS:GO is the most represented main game in Europe s biggest events Epicenter 2017 Epic Esport Event CS:GO 7.4M 7,000 $500K ESL One Hamburg ESL Dota 2 4.8M 20,000 $1,000K Dota Pit League Season 5 Dota Pit Dota 2 4.4M 11,000 $140K TOTAL 128M 384,000 $7,500K 16 copyright Newzoo 2017
BIGGEST EVENTS BY COUNTRY IN 2017 BY VIEWERSHIP FEATURING A KEY SPONSOR AND VIEWING/ATTENDANCE NUMBERS SWEDEN POLAND SPAIN GERMANY Dreamhack Winter 2017 IEM Katowice 2017 Dreamhack Valencia 2017 ESL One Cologne 2017 KEY SPONSOR KEY SPONSOR KEY SPONSOR KEY SPONSOR 2.3M 26K 14.5M 173K 3.0M 40K 11.2M 15K VIEWING HOURS ATTENDEES VIEWING HOURS ATTENDEES VIEWING HOURS ATTENDEES VIEWING HOURS ATTENDEES 17 copyright Newzoo 2017
IN-DEPTH CONSUMER PROFILING TO MATCH YOUR TARGET GROUP AND OPPORTUNITIES IN ESPORTS 200+ VARIABLES Newzoo s esports consumer insights allows you to profile your audience on 200+ variables, including demographics, media behavior, esports participation and viewership, favorite franchises, spending habits, and brand attitude. Find a factsheet with the full topic list here. QUANTIFY POTENTIAL REACH 28 COUNTRIES UNITED STATES CANADA SINGAPORE MEXCIO RUSSIA CHINA AUSTRALIA DIRECT ACCESS & SUPPORT 12-MONTHS ACCESS TO OUR CONSUMER INSIGHTS DASHBOARD Ultimately, we were able to quantify, per country, the number of Esports Enthusiasts who currently do not use our product yet and could potentially be reached through our envisaged esports sponsorship. UNITED KINGDOM GERMANY FRANCE NETHERLANDS BELGIUM SOUTH KOREA INDONESIA INCLUDES: DEDICATED EXPERT ANALYST SUPPORT SPAIN ITALY SWEDEN TURKEY POLAND JAPAN ARGENTINA CROSSTABS & GRAPHS EXPORTABLE TO: BRAZIL MALAYSIA PHILIPPINES VIETNAM THAILAND TAIWAN INDIA SUBSCRIBE FOCUS MARKETING SPEND CONTACT PER COUNTRY $5000/YR CLICK HERE TO: GET A QUOTE >> Understanding the demographic profile and complete media behavior of the community around the major esports franchise allowed us to define our own target audience and spend our sponsorship money most effectively. WYBE SCHUTTE VP BUSINESS DEVELOPMENT WYBE@NEWZOO.COM www.newzoo.com 18 copyright Newzoo 2017
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